Creative Drink Packaging
Beverage packaging design has become an art form in itself in recent years as brands compete to create the most unique, eye-catching packaging that will grab consumer attention on crowded store shelves. Beyond aesthetics, packaging plays a crucial role in brand marketing and shaping consumer perceptions of a product. In this blog, we’ll explore some key trends and innovations that demonstrate how creative drink packaging can be used to boost brand image and sales and some of the crazy innovations that took brands from bland to grand!
Importance of Packaging Design in Beverage Industry
Packaging design is sometimes overlooked, but it is the first point of interaction between consumers and products. With so many brands and label claims overwhelming shoppers, a product’s packaging design has mere seconds to make an impression. This is especially true in the beverage industry where competition is fierce. Established brands like Coca Cola and Gatorade use their packaging to synonymise the value and quality of their product, and smaller independent brands such as craft beer, artisanal soda, and specialty coffee companies are embracing increasingly unique packaging concepts to differentiate themselves. Well-designed packaging can boost brand recognition and get products noticed on shelves.
Examples of brands that went the extra mile in their creative drink packaging design
Revoult Energy Drinks
Revolt Beverages is an edgy energy drink company marketing towards rebellious youth and counterculture movements. Unlike prominent energy drink brands with glossy extreme sports sponsorships, Revolt establishes its outsider status through provocative packaging. Each bottle an illustration of a hand giving the middle finger, an obscene gesture representing defiance against authority and the status quo. Beyond the irreverent branding, Revolt offers standard energy drink fare with a boosted caffeine and supplement kick. However, the company banks more on the drink's anti-establishment ethos resonating with young nonconformists rather than competing on taste or functionality alone. While major chains may ban sales, Revolt leverages controversy to cement their branding as a rabble-rousing, disruptive upstart.
Mouton Cadet at Bon Marche
They went all out and wrapped their Bordeaux Mouton Cadet blanc 2010 in a legit faux fur coat! Yes, you heard it right – your wine is now sporting more fashion than you on a Saturday night.
Mouton Cadet has not only created a buzz-worthy product but has also made a bold statement – they're not just winemakers; they're curators of elegance. This move isn't just about a seasonal gimmick; it's a lasting impression, an unforgettable touch of sophistication that will linger long after the last drop.
Gatorade Energy Drinks
As one of the most recognisable sports drink brands, Gatorade has built an image around bold, colorful packaging that resonates with athletes and active consumers. Seeking to continue that innovative spirit while also appealing to eco-conscious customers, Gatorade recently unveiled a new sustainable bottle design in partnership with green technology developer ImpacX.
Crystal Skull Vodka
One spirit that has truly leveraged bottle shape as a core component of its branding is Crystal Head vodka. Founded by actor Dan Aykroyd, Crystal Head immediately stood out from other premium vodkas due to its distinctive glass skull-shaped bottle. The striking, ominous design catches eyes and sparks discussion wherever it's displayed.
Vino Loco
Seeking an irreverent identity in the crowded wine market, Vino Loco grabbed attention by encasing their wine bottles in figural straight jackets. This unexpected packaging concept immediately sets Vino Loco apart on retail shelves otherwise filled with traditionally labeled wines aiming for elegance and sophistication. Instead, Vino Loco’s straight jacket bottle packaging suggests the wine inside is wild, unrestrained fun waiting to be uncorked.
To see more great examples of drink packaging head to Mind Sparkle, Demilked or Design Swan
Elements to Consider in Beverage Packaging
Several elements go into designing standout beverage packaging. The structural shape and form factors play a big role. For example, the iconic contoured Coca Cola soda bottle shape makes the brand instantly recognisable. The choice of materials and textures also affect appeal along with the label shape, graphics, typography, and colors used. Sustainability is an emerging concern, with brands emphasising recyclable, compostable, or reusable containers. Getting these elements right ensures packaging meets marketing, functionality, and user experience requirements.
It's easy to get carried away. Sure, wild designs are fun, but your packaging needs to evoke the five senses and match your brand vibe, otherwise it could be a flop. It's not just about catching the eye; it's about making people want to touch, hear, taste, and even smell what you're offering. A crazy design that looks cool but confuses folks instead of drawing them in could make or break the success. A confused mind never buys. That's why it's crucial to keep things in check. Testing and research become your trusty sidekicks here. They help you figure out if your funky design is a hit or a miss, ensuring that your product not only gets noticed but actually ends up in people's hands. So, go ahead, be unique, but always keep an eye (and nose and taste buds) on what really clicks with your audience.
Creative Structural Packaging Designs
Some brands create custom structural forms that become an identifiable part of their image. For example, Tetra Pak's multilayer paperboard cartons have colorful sig graphics and a lightweight, easy to grip shape that’s become iconic for brands like Siggi’s skyr. Metal beverage cans have evolved beyond simple cylinders as well; brands like Coca Cola and Pepsi have explored shaped can designs that stand out. Unusual shapes, cuts, and dimensions make ordinary packaging extraordinary.
Innovative Labeling and Graphics
Craft beer brands have led the charge in using design to capture attention. Brewdog uses vivid colors, irreverent names, and bold typography across their range. 19 Crimes wine pays homage to its origins with a milk-carton style box featuring convict mugshots and stories on the label. Sparkling waters like Mountain Valley have sleek, minimalist glass bottles and labeling that contrasts with busier designs. Distinct graphics reflecting brand personality increase recognition.
Sustainable and Eco-Friendly Concepts
With sustainability concerns growing, brands are incorporating eco-friendly concepts into packaging. Liquid Death mountain water uses flat-packed cardboard containers akin to milk cartons rather than plastic. Starbucks rewards customers for using reusable cups. Other brands use biodegradable or easily recyclable materials like aluminum. Though aesthetics are important, they must align with sustainable ideals that resonate with conscious consumers.
Seasonal and Holiday-Inspired Designs
Limited edition seasonal packaging is a clever way for big brands to reinvent themselves while triggering nostalgia and excitement. Coca Cola’s Christmas truck cans decorated with dynamic holiday imagery or Starbucks’ festive cup graphics are highly anticipated yearly traditions. Craft soda makers create flavors like pumpkin spice latte and release festive bottle designs and gift sets yearly. Limited runs build hype and increase social shares.
Collaboration with Artists and Designers
Some alcohol brands have commissioned iconic artists like Andy Warhol to design product packaging featuring unique interpretations of their brand. Absolut vodka’s decorated bottles have become collectibles. Jones Soda is known for custom labeled bottles often created in collaboration with consumers. Partnerships with artists, musicians, and designers lend indie brands a dose of cool creative credibility.
Personalisation and Customisation
Major brands also leverage customisation and personalization to connect with consumers. Share a Coke offered bottles printed with common names turning a global brand into something more personal. Custom Snapchat geofilters sponsored by Jones Soda use augmented reality to merge brand experience with personal content. As customisation capabilities improve, we’ll likely see more brands tap into personalised packaging.
Innovations for the Future
While current packaging trends center on aesthetics and customisation paired with eco-consciousness, future innovation will allow more utility through smart features. Some brands already use augmented reality; Heineken Ignite bottles and Stella Artois beer taps visualize interactive games. NFC tags and QR codes provide information on sourcing, nutrition etc. Ambient temperature indicators and freshness trackers could improve safety and reduce waste. The packaging possibilities are endless.
Keep your finger on the pulse
Creative drink packaging encompasses both form and function. While eye-catching graphics, shapes, and visual design capture attention in the short term, packaging must also serve logistical purposes like maintaining product integrity and reducing spoilage. Sustainability is an increasing priority. Though packaging has to balance many constraints, innovations in structural design, labeling, materials, and smart functionality show there are still plenty of possibilities to explore as brands compete for shelf stand-outs. Unique packaging executed thoughtfully has a major impact in differentiating drink brands.